A Wren Says

Okay, if you have followed former and current Starbucks baristas on the internet, you will know how the secret menu has been the bane of their existence. Customers come up and order something like a princess drink, or unicorn Frappuccino, or death coffee with the expectation that the employees are full aware of the recipes of these viral drinks. (You can guess which ones I made up.) All because people have claimed that these drinks exist on the secret menu that simply isn’t published to the public. If you know, you know and can order the drink.’

Taking that in stride, Starbucks has announced their secret menu drink contest. In addition to submitting you own recipe for the chance to win, you will see new concoctions in your app for your order.

First, this is clearly the brand leaning into customer expectations in a fun way. It let’s them know that they welcome it and are partnering with them in the creativity. But this also comes at a time when the new CEO encouraged a slashing of the menu and increases in the price of additional syrups. This looks fun but on the other end, I wonder how this plays into business?

Is this moreso about fun and shifting the brand image or is it just about encouraging people to start ordering more expensive, lucrative drinks?

I personally won’t be putting in a submission, but I will be watching for the new recipes that come out and how the brand discusses this event.

Also quick question, do you have a delicious Starbucks order you’d like to share?